Table of contents
The Evolution of Marketing Theory in the United States and Europe
Donald G. Howard, David M. Savins, William Howell, John K. RyansThe focus is an examination of the evolution of marketing theoryand the role the study of marketing theory plays in the marketingeducation process. In addition, the question…
2807
Needs and Need Recognition in Organisational Buying
Kjell Grønhaug, Alladi VenkateshIn spite of the emphasis on needs by marketing scholars almost noresearch efforts directed towards this topic have been reported in theorganisational buying behaviour literature…
3907
Success Factors in Developing New Business Services
Ulrike de BrentaniWhat factors lead to success in the development of new businessesservices? By synthesising the literature on new goods development andservices marketing, the results of a major…
8778
Marketing‐orientation Revisited: The Crucial Role of the Part‐time Marketer
Evert GummessonMost of a company′s marketing is not carried out by theprofessional full‐time marketer but by the amateur part‐time marketer(PTM), who is omnipotent both inside and outside a…
25367
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall